Greece is winning in tourism. And the reason is its people.

The INSETE study on Greece’s reputation across social media and travel platforms for Q4 2025 and Q1 2026 confirms something many of us working in hospitality experience every day: Greece remains one of the most attractive tourism destinations in Europe. And it’s not us saying it, it’s the visitors themselves.

But the report is more than just a compliment. It acts as a map showing where Greece performs well, where improvement is needed, and why the role of people working in bars and hospitality is more central than we often realise.

Greece outperforms its competitors even in winter

Both Greece overall and its individual Regions scored higher than the European average in terms of visitor experience. They also ranked above countries considered direct competitors, including Spain, Italy, Portugal and Croatia.

What makes this finding even more important is that it also applies to the winter period. For years, the conversation around Greek tourism has focused on extending the season and this research suggests the country already has the momentum to do so. Bars and hospitality venues that remain active outside the summer months are part of that equation.

Unexpected regions stood out

Thessaly. Western Macedonia. Not necessarily the first destinations that come to mind when thinking about tourism in Greece. Yet visitor satisfaction in these Regions was remarkably high.

This points to something important: tourism growth in Greece is expanding beyond the already established destinations. As new areas gain momentum, opportunities emerge for new hospitality concepts, bars and experiences outside the traditional tourism hotspots.

Culture: Greece’s strongest raw ingredient

One of the clearest conclusions of the report is that culture remains one of the main reasons people visit Greece and leave with a positive impression. The country’s cultural identity and heritage continue to shape the overall visitor experience far beyond museums and archaeological sites.

This directly concerns our industry. A cocktail inspired by Greek ingredients and stories, a locally brewed beer, or a tsipouro served with context are not simply drink menu choices. They are part of the experience that makes visitors remember Greece differently. In many ways, we are the people telling that story, one glass at a time.

Hospitality remains Greece’s biggest competitive advantage and it needs people

The study is very clear on this point: the quality of service and the hospitality provided by tourism professionals remain the country’s strongest competitive advantage. Not the weather. Not the islands. The people.

And that raises an important question: if people are our number one asset, why are so many hospitality businesses struggling to attract and retain talent?

The answer is not simple, but the direction suggested by the report is clear. Tourism and hospitality jobs need to become more attractive through better working conditions, improved salaries and real professional development opportunities. Businesses that invest in people are not simply doing the right thing, they are investing in their own long-term sustainability.

Education is also part of that equation. A bartender with knowledge, confidence and professional background is not just a better employee, they are often the reason a guest remembers a bar.

What do we take from all this?

Greece is already a strong tourism destination. But that strength is built on people — specifically, people who make visitors feel genuinely welcome.

If you work in hospitality, this means you are part of the reason Greece continues to succeed. And if you run a business, it means investing in your people is not a cost centre — it is one of the most strategic decisions you can make.

Source: INSETE Reputation Study for Greece as a Tourism Destination, Q4 2025 – Q1 2026